Bayes Business School - 2022
Reintroducing Cass as Bayes Business School
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Cass Business School undertook a significant and values-driven decision to change its name after acknowledging that Sir John Cass’s historical links to the slave trade were incompatible with the School’s principles and future direction. Following a transparent consultation with over 8,000 staff, students and alumni, Bayes Business School was chosen as the new name, inspired not just by Thomas Bayes, but by the idea behind Bayes’ theorem: learning, adapting and updating beliefs as new evidence emerges.
The challenge was to announce this change with confidence and ambition, reassuring existing audiences while introducing Bayes as a progressive, globally relevant business school to those unfamiliar with the Cass brand. Rather than focusing on the mechanics of a name change, the campaign centred on what Bayes stands for: open-mindedness, curiosity, agility and responsible leadership in an uncertain world.
The launch was led by a premium hero brand films, supported by shorter edits for TV, paid social and digital channels, and anchored by a refreshed website experience. The creative brought the new brand narrative to life in an inspirational, bold and contemporary way, positioning Bayes as a school that embraces change, thinks differently and is always learning. The campaign marked the beginning of a new chapter, not a reset, but a confident evolution, and helped establish Bayes as a brand built for the future.
